Best Practice - Making the Most of Newspaper Advertising

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly constant - albeit with national quirks.

Best Practice Making the Most of Newspaper Advertising

Newspapers are the oldest large-scale advertising medium, which should make them better understood than other media. In practice, much basic research into the medium is very old and has not always been re-validated using up-to-date techniques.

The medium is diverse and complex, and differs in structure from country to country. In particular, the extent to which there are national (as opposed to regional or local) papers, varies widely and this affects the structure of the advertising markets the more local the medium, the more advertising is concentrated on retail-type advertisers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands